A STUDY ON THE MEASURING OF CONSUMERS’ PERCEPTION TOWARDS THE MOBILE MARKETING CAMPAIGNS IN AIR TRANSPORTATION

摘要

A widespread usage of mobile devices in our age creates a new marketing channel for therncorporations to reach the consumers in an effective way. Being effective, personalizedrnmarketing tool, mobile marketing attracts the aviation sector, whose aim is to create anrnenvironment for the users so that they can require any product and service or pay and learnrnabout them with their mobile devices from anywhere they want.rnAccordingly, the purpose of this study is to measure the mobile technology usage in airlinernmarketing and the perceptions of the consumers using airline towards the campaigns aboutrnmobile marketing. So, whether the airline customers use mobile devices for ticketrnreservations, what they think about using mobile devices for these transactions in the future,rnand their attitude towards the applications run or planned to be run by the airline businessesrnare tried to be investigated. Survey method is applied and SPSS 17.0 statistics program is usedrnfor the analysis.rnIn conclusion, data towards the necessity of personalizing the mobile marketing applicationsrnby airline companies is obtained. The results of the study are expected to help airlinerncompanies in Turkey while deciding mobile marketing campaigns via showing them thernperceptions and expectations of the customers toward mobile services.